gillate dry idea
Case Assignment:
Gillette: Dry Idea (B)
Group No. 11
Risi Raj
Prashant Yadav
Jitendra Giri Goswami
Nishanth S
Snehalkumar Rajmalwar
Comment on the bake-off assignment and implementation plan followed by
Gillette
The Bake-off Assignment
Background
• Reaffirmed the commitment of Gillette for the product
• Recapped results to date of Dry Idea’s form extension work and copy development initiatives
• Stressed the urgency of resolving the brand’s creative crisis
• Stressed on the need for brand personality
• Highlighted the importance of considering advertising implications of planned new form introductions
Outline
• Develop a break-through advertising campaign
• Develop an overall strategic business plan
• Develop a strong candidate for solid form concept testing
Comments
Lack of
Strategic
Direction
Issues
Lack of
Effective
Advertise ment Market
Share was
Declining
Implementation Plan
• Brand
Orientation
• Agencies at
Work
Phase
1
Phase
4
• Testing
Phase
2
Phase
3
• Presentations
• Commercial
Production
• Test Design
Comments
• Identical brand orientation programs for both
BBDO and Ames
• Orientation plan for Ames should be more involving and longer
• This could have helped them to perform better and being new player it will also allow Ames to settle down
• Ames’s reserved and authoritative approach could be the result of lack of such approach
• Scoring on test vehicles might not be a really good idea
Based on the case facts, Exhibit 3,4 &
5, who won the bake-off? Justify.
From Exhibits 3,4 & 5
Get
Body
Together At
Work
50
25
Never
Never
Spokesman
75
100
50
25
75
100
Audience 75
Reward
75
100
-
Total
150
250
200
Related
Recall
Sales
Message
Recall
175
Comments
• Scores are assigned on the basis of highest recall
– Eg. For related recall total male and females for “get together” is 24 for “body at
Gillette: Dry Idea (B)
Group No. 11
Risi Raj
Prashant Yadav
Jitendra Giri Goswami
Nishanth S
Snehalkumar Rajmalwar
Comment on the bake-off assignment and implementation plan followed by
Gillette
The Bake-off Assignment
Background
• Reaffirmed the commitment of Gillette for the product
• Recapped results to date of Dry Idea’s form extension work and copy development initiatives
• Stressed the urgency of resolving the brand’s creative crisis
• Stressed on the need for brand personality
• Highlighted the importance of considering advertising implications of planned new form introductions
Outline
• Develop a break-through advertising campaign
• Develop an overall strategic business plan
• Develop a strong candidate for solid form concept testing
Comments
Lack of
Strategic
Direction
Issues
Lack of
Effective
Advertise ment Market
Share was
Declining
Implementation Plan
• Brand
Orientation
• Agencies at
Work
Phase
1
Phase
4
• Testing
Phase
2
Phase
3
• Presentations
• Commercial
Production
• Test Design
Comments
• Identical brand orientation programs for both
BBDO and Ames
• Orientation plan for Ames should be more involving and longer
• This could have helped them to perform better and being new player it will also allow Ames to settle down
• Ames’s reserved and authoritative approach could be the result of lack of such approach
• Scoring on test vehicles might not be a really good idea
Based on the case facts, Exhibit 3,4 &
5, who won the bake-off? Justify.
From Exhibits 3,4 & 5
Get
Body
Together At
Work
50
25
Never
Never
Spokesman
75
100
50
25
75
100
Audience 75
Reward
75
100
-
Total
150
250
200
Related
Recall
Sales
Message
Recall
175
Comments
• Scores are assigned on the basis of highest recall
– Eg. For related recall total male and females for “get together” is 24 for “body at